This Wildly Popular Swedish Candy Brand Is Getting Some New Flavors

Swedish candy’s having a moment in the US, it seems. It’s always had a safe presence in the market in the form of Swedish Fish, but in the last few years, Swedish-born and Swedish-owned brands have gained an increasing foothold in the American market – and over the last month, we’ve seen it reassert itself once again. In August, Crumbl dropped a Swedish candy-inspired cookie (which we gave an 8.5 out of 10, no less), and just a few days back we received word that BonBon Swedish Candy Co. will soon debut in Target. 

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Today, one of the biggest names in Swedish candy is stepping up. Cult-favorite gummy candy Bubs is getting two new flavors, and it’s making a couple of other moves, too. 

Bubs New Flavors

This fall, Bubs is dropping two new flavors, which both put berries at the center. Its Sour Forest Berries Ovals are a combination of blueberry and raspberry in a single bite (in its press release, Bubs says that these are summery –  sliiiightly late to bring them out, but look, anything that extends good weather and good vibes is a winner). Its Sweet Wild Berry Pomegranate Ovals, meanwhile, mix strawberry and pomegranate flavors. This one also feels pretty summery to me, what with the pomegranate of it all (I also love seeing pomegranate in candy, but that’s just me).

Sour Forest Berries Ovals will be available at Five Below, while Sweet Wild Berry Pomegranate Ovals will be available at Target. The launch of these new flavors is almost a bit of a celebration for Bubs, which is capping off a stellar year. In the last 12 months, Bubs managed to expand into 60,000 stores in the US, from a starting point of exactly none – and earlier this year, it began being stocked at Walmart. People clearly can’t get enough, and the only way is up for these guys, it seems. 

Let’s Get Spooooky

Just like any other self-respecting candy brand, Bubs is also jumping on the Halloween train. It’s releasing its Lemon Raspberry Skalle (“skalle” translates to “skull,” so you can probably guess what these are shaped like) in limited-edition Halloween packaging at Five Below. Plus – plus! – Bubs is bringing out its perennially popular Strawberry Vanilla and Tutti Frutti flavors in 2.5- and 8-ounce bags later this year, in major retailers. Looking forward to 2027, Bubs shows no signs of stopping — it’s clearly got some big things planned in the US.